Lindt Big Egg Hunt powered by SMS


OpenMarket's mobile engagement platform manages an SMS-based daily prize draw to win a year's supply of Lindt chocolate!

OpenMarket is powering a UK nationwide Big Egg Hunt for the Action for Children charity, using SMS for consumer engagement in five British cities.

With a year's supply of chocolate up for grabs, the six week touring Easter egg hunt uses OpenMarket's mobile engagement platform and billing services for this year's Big Egg Hunt, sponsored by master chocolatier, Lindt.

OpenMarket's platform is powering an SMS-based daily prize draw to win a year's supply of Lindt chocolate, which participants can enter by sending a text message to a shortcode.

Participants in all five cities can search for 101 hidden giant Easter eggs that feature some of the UK's best loved children's characters as well as unique designs by leading artists. Participants are also looking for the Humpty Dumpty egg, which has the key information needed to enter the prize draw.

Taking part in the competition is free; to enter, people can text 'LINDT' to the number on a found egg's plinth, the SMS being charged at the entrant's standard network rate. Also, participants can choose to donate £3 to Action for Children directly, without entering the prize draw, by texting the word 'FOOD' to 70123.

The event kicked off in Covent Garden on February 12, and has visited Birmingham, Liverpool, Manchester and Glasgow, returning to London on 22 March. All money raised goes to children's charity Action for Children.

'Despite the various other mobile technologies available, SMS is still the number one method for effective engagement with people on their mobile device,' said Paul de Gregorio, head of mobile at Open Fundraising, the event organiser. 'The OpenMarket platform enables us to quickly and easily create and manage an interactive messaging and donation campaign, for people to engage within each of the five cities hosting the egg hunt. OpenMarket's ability to support our expanded event across the UK is testament to the reliability, scalability and reach of their solutions.'

This year's expanded egg hunt follows the success of last year's London-based event, also powered by OpenMarket, which broke the Guinness World Record for the world's biggest Easter egg hunt and generated tens of thousands of pounds in donations for charity.

'SMS is ideal for engaging and interacting with large numbers of people, in a way that is intuitive, familiar and also affordable,' said Adrian Sarosi, Head of Sales and Marketing for OpenMarket in EMEA. 'This year's hunt is bigger than ever and we're delighted that OpenFundraising and Action for Children continue to trust OpenMarket's expertise to power this high profile charity event.'


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